InfluenceandCo ContentMarketingAssessment FINAL...CONVERT BOTTOM OF THE FUNNEL NURTURE AND ENGAGE...
Transcript of InfluenceandCo ContentMarketingAssessment FINAL...CONVERT BOTTOM OF THE FUNNEL NURTURE AND ENGAGE...
LEFACECONTENT MARKETING
ASSESSMENT
For your content marketing program to drive results, each element needs to work toward the same goal.
Use this assessment to determine which goal is right for you, and fill in the corresponding template to align your content
to that goal.
Looking for more guidance? Contact LeFace to set up a call to go
over your assessment and answer any questions you might have.
BRAND AWARENESS
GOAL: LEAD GENERATION
GOAL: THOUGHT LEADERSHIP
GOAL: SEARCH ENGINE OPTIMIZATION
DELIVERABLES DELIVERABLES DELIVERABLES
• Guest-contributed content• Press mentions• On-site content• Gated content• Email newsletters• SEO audits• Paid amplification• Organic social media collateral• Social following growth
• Guest-contributed content• Press mentions• On-site content• Book production• Email newsletters• SEO audits• Paid amplification• Organic social media collateral• Social following growth
• Technical website audit• Keyword research• Guest-contributed content• PR mentions• On-site content
SUCCESS METRICS SUCCESS METRICS
SUCCESS METRICS
• Average lead score• Clickbacks to website• Return visitor rate• Lead conversions
• Finish rate on articles• Social media shares across platforms• Engagement score• Content syndication• Organic brand-building opportunities
(speaking engagements, awards, podcasts)
• Search visibility• Keyword rankings• Organic search traffic
TECHNICAL REQUIREMENTS
TECHNICAL REQUIREMENTS
TECHNICAL REQUIREMENTS
• Website CMS and blog• Marketing automation system• Sales CRM• Access to website analytics• Access to social media profiles
• Website CMS and blog• Access to website analytics• Access to social media profiles• Email automation
• Website CMS and blog• Access to website analytics
CONTENT MARKETING ASSESSMENT HOW TO REACH YOUR COMPANY’S GOALS WITH CONTENT
IF YOUR GOAL IS TO GENERATE LEADS
CONTENT MARKETING FOR LEAD GENERATION
TOP OF THE FUNNEL
REACH A NEW
AUDIENCE
MIDDLE OF THE FUNNEL
EDUCATE AND
CONVERT
BOTTOM OF THE FUNNEL
NURTURE AND
ENGAGE
GUEST- CONTRIBUTED
ARTICLES
PRESS MENTIONS
ON-SITE CONTENT
GATED CONTENT
EMAIL DRIP CAMPAIGN
EMAIL NEWSLETTER
WHY IT WORKSWHAT IT ISTACTIC
Articles that offer unique insights from your subject matter expert(s) in publications your audience reads
• Educate your audience• Build trust• Establish your expertise• Earn third-party validation
References to your company in articles published on reputable sites that reach your target audience
• Earn third-party validation• Establish your expertise• Create positive associations
• Educates your audience• Builds trust• Improves your website’s SEO• Highlights your offerings
Blog posts, case studies, infographics, etc., that live on your company’s website and address topics your audience is interested in
Content on your site — housed behind a form — that people can download in exchange for personal information, such as an email address
• Educates your audience
• Generates leads• Establishes your expertise
A series of emails that automatically follow up with a lead after he or she downloads an offer on your website
• Nurtures leads• Educates your audience• Highlights your offerings
Packaged content, delivered regularly to your audience’s inbox, that incorporates both educational and engaging elements
• Educates your audience• Keeps your company top of mind• Offers company updates• Highlights your offerings
TECHNICAL REQUIREMENTS
Website with CMS and blog Marketing automation system Sales CRM Access to your website’s analytics Access to your social media profiles
AMPLIFICATION TOOLS
SEO AUDITS: Perform technical audit, keyword audit, and competitor analysis to ensure your content is optimized for search engines.
PAID AMPLIFICATION: Amplify content to your target audience through programmatic advertising on social media.
ORGANIC SOCIAL MEDIA: Engage your social media followers with consistent content.
FUTURE PLANSCURRENT CADENCECOMPANY STATUS
TOP OF THE FUNNELREACH A NEW
AUDIENCE
MIDDLE OF THE FUNNEL
EDUCATE AND
CONVERT
BOTTOM OF THE FUNNEL
NURTURE AND
ENGAGE
GUEST-CONTRIBUTED
ARTICLES
PRESS MENTIONS
ON-SITE CONTENT
GATED CONTENT
EMAIL DRIP CAMPAIGN
EMAIL NEWSLETTER
TACTIC
CONTENT MARKETING ASSESSMENT GOAL: LEAD GENERATION
SEARCHENGINE
OPTIMIZATION
PAID AMPLIFICATION
ORGANIC SOCIAL MEDIA
FUTURE PLANSCURRENT CADENCECOMPANY STATUS
CONTENT AMPLIFICATION GOAL: LEAD GENERATION
TECHNICAL REQUIREMENTSWEBSITE CMS + BLOG SALES CRM MARKETING AUTOMATION WEBSITE ANALYTICS
SUCCESS METRICSSUCCESS METRIC
Goal: SUCCESS METRIC
Goal: SUCCESS METRIC
Goal:SUCCESS METRIC
Goal:
IF YOUR GOAL IS TO BUILD THOUGHT LEADERSHIP
CONTENT MARKETING FOR THOUGHT LEADERSHIP
NURTURE AND
ENGAGE
ON-SITE CONTENT
WHY IT WORKSWHAT IT ISTACTIC
Blog posts, whitepapers, case studies, infographics, etc., that live on your company’s website and address topics your audience is interested in
TECHNICAL REQUIREMENTS
A website with CMS and blog
Access to your website’s analytics
Email marketing/marketing automation system
Access to your social media accounts
AMPLIFICATION TOOLS
PAID AMPLIFICATION: Amplify content to your target audience through programmatic advertising on social media.
ORGANIC DISTRIBUTION: Engage your social media followers with consistent content.
EMAIL MARKETING: Stay top of mind with your audience through email newsletters and drip campaigns.
GUEST-CONTRIBUTED
ARTICLES
PRESS MENTIONS
Articles that offer unique insights from your subject matter expert(s) in publications your audience reads
• Educate your audience• Build trust
• Establish your expertise• Earn third-party validation
References to your company in articles published on reputable sites that reach your target audience
• Earn third-party validation
• Establish your expertise
• Create positive associations
TOP OF THE FUNNEL
REACH A NEW
AUDIENCE
MIDDLE OF THE FUNNEL
EDUCATE AND
CONVERT
BOTTOM OF THE FUNNEL
EMAIL NEWSLETTER
Packaged content, delivered regularly to your audience’s inbox, that incorporates both educational and engaging elements
• Educates your audience• Keeps your company top of mind• Offers company updates• Highlights your offerings
BOOK
• Educates your audience
• Establishes your expertise• Creates potential press, speaking,
and award opportunities
A more in-depth exploration of a topic that offers your target audience examples, experiences, takeaways, and context
• Educates your audience• Builds trust• Improves your website’s SEO• Highlights your offerings
FUTURE PLANSCURRENT CADENCECOMPANY STATUSTACTIC
NURTURE AND
ENGAGE
ON-SITE CONTENT
GUEST-CONTRIBUTED
ARTICLES
PRESS MENTIONS
TOP OF THE FUNNEL
REACH A NEW
AUDIENCE
MIDDLE OF THE FUNNEL
EDUCATE AND
CONVERT
BOTTOM OF THE FUNNEL
EMAIL NEWSLETTER
BOOK
CONTENT MARKETING ASSESSMENT GOAL: THOUGHT LEADERSHIP
PAID AMPLIFICATION
FUTURE PLANSCURRENT CADENCECOMPANY STATUS
CONTENT AMPLIFICATION GOAL: THOUGHT LEADERSHIP
TECHNICAL REQUIREMENTS
SUCCESS METRICSSUCCESS METRIC
Goal:SUCCESS METRIC
Goal:SUCCESS METRIC
Goal:
ORGANIC SOCIAL MEDIA
SEARCHENGINE
OPTIMIZATION
WEBSITE CMS + BLOG SOCIAL MEDIA ACCESS MARKETING/EMAIL AUTOMATION WEBSITE ANALYTICS
IF YOUR GOAL IS TO IMPROVE YOUR WEBSITE’S SEO
CONTENT MARKETING FOR SEO
STEP 1
BUILD A STRONG
FOUNDATION
STEP 2
BUILD AUTHORITY BACKLINKS
NURTURE AND
ENGAGE
TECHNICAL AUDIT
KEYWORDRESEARCH
GUEST-CONTRIBUTED
ARTICLES
PRESS MENTIONS
ON-SITE CONTENT
WHY IT WORKSWHAT IT ISTACTIC
An audit of your website to ensure it’s set up to maximize and measure your SEO efforts
• Ensures the future content we createwill be rewarded by search engines
• Aligns efforts and campaigns
A targeted list of keywords created from a deep dive of your website’s search visibility, your competitors’ rankings, and your future ranking opportunities
• Shapes our content strategy for SEOmaximization
• Aligns efforts and campaigns
• Educates your audience• Builds trust• Improves your website’s SEO• Highlights your offerings• Fills your website with high-quality,
keyword-optimized content
Blog posts, whitepapers, case studies, infographics, etc., that live on your company’s website and have been optimized for your keywords
TECHNICAL REQUIREMENTS
A website with CMS and blog
Access to your website’s analytics
AMPLIFICATION TOOLS
PAID AMPLIFICATION: Amplify content to your target audience through programmatic advertising on social media.
ORGANIC DISTRIBUTION: Engage your social media followers with consistent content.
EMAIL MARKETING: Stay top of mind with your audience through email newsletters and drip campaigns.
STEP 3
Articles that offer unique insights from your subject matter expert(s) in publications your audience reads that allow follow links and have a high domain authority
• Educate your audience• Establish your expertise• Draw authority backlinks to your
website
References to your company in articles published on reputable sites that reach your target audience, have a high domain authority, and allow follow links
• Earn third-party validation• Establish your expertise• Create positive associations• Draw authority backlinks to your
website
*Note on Leveraging Content:Although they’re not essential to reach SEO goals, these tools are recommended to best amplify efforts from a content marketing perspective.
[INSERT COMPANY]’S CONTENT MARKETING ASSESSMENT [INSERT COMPANY]’S GOAL: SEO
STEP 1
BUILD A STRONG
FOUNDATION
STEP 2
BUILD AUTHORITY BACKLINKS
NURTURE AND
ENGAGE
TECHNICAL AUDIT
KEYWORDRESEARCH
GUEST-CONTRIBUTED
ARTICLES
PRESS MENTIONS
ON-SITE CONTENT
STEP 3
FUTURE PLANSCURRENT CADENCECOMPANY STATUSTACTIC
EMAIL MARKETING
PAID AMPLIFICATION
FUTURE PLANSCURRENT CADENCECOMPANY STATUS
CONTENT AMPLIFICATION GOAL: SEO
TECHNICAL REQUIREMENTSWEBSITE CMS + BLOG WEBSITE ANALYTICS
SUCCESS METRICSSUCCESS METRIC
Goal:SUCCESS METRIC
Goal:SUCCESS METRIC
Goal:SUCCESS METRIC
Goal:
ORGANIC SOCIAL MEDIA
(Note: Although they’re not essential to reach SEO goals, these tools are recommended to best amplify efforts from a content marketing perspective.)
EXAMPLEHere is an example of how a company might
fill out this assessment.
FUTURE PLANSCURRENT CADENCECOMPANY STATUS
TOP OF THE FUNNELREACH A NEW
AUDIENCE
MIDDLE OF THE FUNNEL
EDUCATE AND
CONVERT
BOTTOM OF THE FUNNEL
NURTURE AND
ENGAGE
GUEST-CONTRIBUTED
ARTICLES
PRESS MENTIONS
ON-SITE CONTENT
GATED CONTENT
EMAIL DRIP CAMPAIGN
EMAIL NEWSLETTER
TACTIC
EXAMPLE CONTENT MARKETING ASSESSMENT EXAMPLE’S GOAL: INCREASE REVENUE WITH CONTENT MARKETING
N/A 0/year 2/quarter
- Utilizing XYZ PR company- Carrie oversees- Spending $5K per month
1/month- Additional 2/quarter- Messaging focused onCEO’s thought leadership
- 2 freelance writersghostwriting blog posts- Carrie oversees freelancewriters
8/month- Add 1 long-form blogpost/month from a keyemployee
N/A 0/year- Create 2 whitepapers/year with landing pagecopy
N/A 0/year -Create drip campaigns foreach whitepaper
- Carrie creating andoverseeing- Curated blog posts- Utilizing HubSpot
1/quarter -Increase to 1/month
SEARCHENGINE
OPTIMIZATION
PAID AMPLIFICATION
ORGANIC SOCIAL MEDIA
FUTURE PLANSCURRENT CADENCECOMPANY STATUS
CONTENT AMPLIFICATION EXAMPLE COMPANY’S GOAL: INCREASE REVENUE WITH CONTENT MARKETING
TECHNICAL REQUIREMENTSWEBSITE CMS + BLOG
WordPressSALES CRM Freshsales
MARKETING/EMAIL AUTOMATION MailChimp
WEBSITE ANALYTICS Google Analytics
SUCCESS METRICSLEAD CONVERSIONS Current: 15 Leads/Month
AVERAGE LEAD SCORE Current: No lead scoring
CLICK-BACKS TO SITE Current: N/A
NEW VISITORS (BLOG) Current: Not Tracking
- Keywords developed in 2017- SEO agency currently building
links
- 3 links/month - Integrate keywords into on-site and off-site content
- Technical website audit
N/A N/A- 3-month test of paid forcontent amplification
- Part-time employees writingthought leadership posts forsocial
- Carrie overseeing
- 2 Facebook/week- 2 LinkedIn/week- 5 Twitter/week
- Twitter following growth forCEO
- Need social posts forpublished articles
Have questions about the results of your content marketing assessment? Contact us.
LeFace is a brand community agency skillfully operating in the name of design, content, events, and everything that make you stop and pay
attention.